Few messages create more concern for website owners than discovering a warning in Google Search Console about unnatural links.
Years ago, these warnings were relatively common as businesses experimented with link-building tactics that attempted to manipulate search rankings. Today, Google's algorithms are much better at identifying and ignoring many low-quality links automatically, but manual actions relating to unnatural links can still occur.
If your website receives a manual action for unnatural links, it is important to understand what it means, how serious it is and what steps you should take to resolve the issue.
Understanding Google's Link Warnings
Google's approach to links has evolved significantly over the years.
Not every poor-quality backlink will trigger a penalty. In many cases, Google's systems simply ignore links that appear manipulative or low value.
However, where Google believes a website has deliberately attempted to manipulate rankings through link schemes, a manual action may be applied.
Types of Link-Related Issues
| Issue Type | Description | Potential Impact |
|---|---|---|
| Low-quality backlinks | Poor websites linking to you | Usually ignored |
| Spam backlinks | Automated or irrelevant links | Often ignored |
| Link schemes | Deliberate attempts to manipulate PageRank | Manual action possible |
| Paid links passing PageRank | Links purchased for SEO benefit | Manual action possible |
| Excessive link exchanges | Artificial reciprocal linking | Manual action possible |
| Site-wide keyword-rich links | Repetitive anchor text across multiple sites | Manual action possible |
The important distinction is that Google is generally concerned with links that were intentionally created to manipulate rankings rather than random spam links that appear without your involvement.
What Is a Manual Action?
A manual action occurs when Google's webspam team reviews a website and determines that it violates Google's spam policies.
Unlike algorithmic ranking changes, a manual action will usually appear directly within Google Search Console.
Common Manual Action Messages
| Message | Meaning |
|---|---|
| Unnatural links to your site | Suspicious backlinks pointing to your website |
| Unnatural links from your site | Outbound links violating Google's guidelines |
| Pure spam | Severe spam violations |
| Thin content | Low-value or automatically generated content |
| User-generated spam | Spam posted by users |
A manual action can affect individual pages, sections of a website or an entire domain.
How to Investigate the Problem
The first step is to identify what Google may be concerned about.
Review your backlink profile using:
- Google Search Console
- Ahrefs
- Majestic
- SEMrush
- Moz
Look for patterns such as:
- Paid links
- Link networks
- Private Blog Networks (PBNs)
- Excessive exact-match anchor text
- Low-quality directories
- Spammy guest posts
- Irrelevant foreign-language websites
Examples of Suspicious Link Patterns
| Pattern | Risk Level |
|---|---|
| Hundreds of links using the same keyword anchor text | High |
| Links from obvious link networks | High |
| Paid advertorial links without disclosure | High |
| Genuine editorial mentions | Low |
| Industry citations | Low |
| Natural brand mentions | Low |
The goal is to identify links that may appear manipulative rather than links that are simply low quality.
Removing Problematic Links
Where possible, attempt to remove problematic links.
This may involve:
- Contacting website owners
- Requesting link removal
- Asking for links to be marked as sponsored or nofollow
- Removing links that you control
Document your efforts carefully.
Google wants to see evidence that a genuine attempt has been made to resolve the issue.
Should You Use the Disavow Tool?
The Disavow Tool allows website owners to ask Google not to consider specific backlinks.
However, Google has repeatedly stated that most websites do not need to use it.
When the Disavow Tool May Be Appropriate
| Situation | Consider Disavow? |
|---|---|
| Manual action for unnatural links | Yes |
| Historic paid link campaigns | Yes |
| Link network involvement | Yes |
| Random spam backlinks | Usually no |
| Scraper websites copying content | Usually no |
| Negative SEO concerns with no manual action | Usually no |
For most modern websites, Google's algorithms are capable of ignoring many poor-quality links without any action being required.
Submitting a Reconsideration Request
If a manual action has been applied and you believe the issue has been resolved, you can submit a reconsideration request through Google Search Console.
A successful reconsideration request typically includes:
- A description of the issue
- Details of the clean-up work completed
- Evidence of removal efforts
- An explanation of how future violations will be avoided
Honesty is important. Google's reviewers are far more interested in seeing genuine remediation than lengthy explanations.
Prevention Is Better Than Cure
The safest approach is to avoid manipulative link-building practices altogether.
Sustainable Link Building Strategies
| Strategy | Long-Term Value |
|---|---|
| Digital PR | High |
| Original research | High |
| Expert content | High |
| Industry partnerships | High |
| Useful tools and resources | High |
| Purchased backlinks | Low |
| Link exchanges at scale | Low |
| Automated link building | Very Low |
Google's ranking systems increasingly reward genuine authority and expertise rather than artificial link signals.
Final Thoughts
Receiving an unnatural links warning can be alarming, but it is not the end of the world.
The first step is to determine whether a manual action has actually been applied. If it has, investigate the links involved, remove what you can, use the disavow tool where appropriate and submit a reconsideration request once the clean-up work is complete.
In 2026, the best defence against link-related penalties is simple: focus on earning links rather than building them. Websites that publish useful content, demonstrate expertise and provide value to users are far less likely to encounter problems with Google's spam policies.
The SEO industry has changed significantly since the days of large-scale link building campaigns. Today, trust, authority and relevance matter far more than the sheer number of backlinks pointing to a website.